Scandinavian design Audience in United States

Scandinavian design logo

Scandinavian design has an estimated audience of 2,899,762 people in United States. 69.0% are female, 31.0% are male, average age 39.2. Top regions: California, Colorado, Minnesota. Top brand affinities: Danish design, Home Interior Design, Leroy Merlin, Domus (magazine), Wallpaper (magazine).

The average Scandinavian design fan in United States is 39.2 years old, more female, and lives primarily in California. The audience is concentrated in California, Colorado, Minnesota. Top brand affinities include Danish design, Home Interior Design, Leroy Merlin, with strongest over-indexing on Danish design (28.86× the country average). Demographically, the Scandinavian design audience skews more female with an average age of 39.2, and over-indexes on personality traits such as Design Affinity, Luxury Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Home & Garden · Type: Topic

Demographics of Scandinavian design fans

Demographic split for Scandinavian design audience in United States
MetricValue
Female69.0%
Male31.0%
Average age39.2
Estimated audience size2,899,762

Audience persona

The typical Scandinavian design fan in United States is more female, around 39.2 years old, with strong Design Affinity tendencies and a notable affinity for Danish design.

Top regions in United States

Top regions ranked by reach for Scandinavian design in United States
RegionReachAffinity
California1,731,8535.43×
Colorado247,7405.42×
Minnesota143,0663.44×
Arizona137,3772.32×
Idaho98,3456.76×
Texas88,0720.35×
Utah81,9593.16×
Florida76,9940.39×
New York59,7810.37×
Nevada53,5461.91×
Washington45,2540.78×
Illinois41,1800.43×
Pennsylvania37,5450.38×
Indiana31,6960.6×
North Carolina30,9550.35×
Missouri30,3960.65×
Michigan28,1810.37×
South Dakota27,0004.03×
Oregon26,9960.81×
Virginia26,3990.37×
Ohio25,2470.28×
Georgia24,9650.28×
Massachusetts22,9270.4×
Maryland21,3990.43×
Wisconsin21,1480.48×
New Jersey18,9680.26×
Tennessee18,7750.32×
Montana12,8531.6×
Alabama12,4490.31×
South Carolina12,3340.28×
Iowa11,1100.47×
Kentucky10,6810.29×
Oklahoma9,8790.31×
Connecticut8,8850.31×
Arkansas7,8820.33×
Kansas7,1540.31×
Louisiana7,0270.19×
Nebraska6,3170.43×
New Mexico5,6760.39×
Washington, District of Columbia5,3060.61×
Maine4,6520.45×
Hawaii4,5300.36×
Mississippi4,3850.18×
New Hampshire3,9890.35×
Alaska3,6970.6×
North Dakota3,5190.59×
Wyoming2,9970.7×
West Virginia2,6940.2×
Rhode Island2,5790.28×
Vermont2,2070.43×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Scandinavian design audience
BrandAffinityCategory
Danish design28.86×Home & Garden
Home Interior Design8.59×Home & Garden
Leroy Merlin47.96×Shopping
Domus (magazine)39.75×Home & Garden
Wallpaper (magazine)11.62×Home & Garden
HGTV Dream Home13.65×Movies & TV
Style at Home37.53×News
Yahoo!奇摩名人娛樂4.61×Internet & Social Media
Home Interiors13×Home & Garden
Architecture & Interior Design11.21×Home & Garden
Home decorating ideas5.89×Home & Garden
Home Design5.18×Home & Garden
H.O.M.E.6.22×Home & Garden
Bedroom furniture6.62×Home & Garden
Architecture (magazine)22.11×
Laura Ashley20.22×Home & Garden
Danish modern22.69×Home & Garden
Rustic modern31.73×Home & Garden
Remodelista36.58×Home & Garden
DeviantArt4.75×Internet & Social Media

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Scandinavian design audience
TraitClusterScore
Design AffinityPREMIUM8.77
Luxury OrientationPREMIUM2.96
SustainabilityBALANCE2.84
DIY MentalityTHRILL2.6
Quality AwarenessPREMIUM1.97
Urban LifestyleOPEN1.96

Worldwide distribution

Worldwide audience distribution share by country for Scandinavian design
CountryShare
Japan19.2%
Germany9.6%
United States9.3%

See Scandinavian design audiences in other countries

More Home & Garden audiences in United States

Frequently asked questions

How many fans does Scandinavian design have in United States?

Scandinavian design has an estimated audience of 2,899,762 people in United States, concentrated in California and Colorado.

What is the gender split and age of Scandinavian design fans?

69.0% of Scandinavian design fans are female, 31.0% are male, with an average age of 39.2 years.

Which brands do Scandinavian design fans like most?

Scandinavian design fans show strongest brand affinity for Danish design (28.86×), Home Interior Design (8.59×), and Leroy Merlin (47.96×) over the country average.

Where do Scandinavian design fans live in United States?

Scandinavian design fans in United States are most concentrated in California (reach 1,731,853), Colorado (reach 247,740), and Minnesota (reach 143,066). These three regions account for the largest share of the active audience.

What other brands do Scandinavian design fans also like?

Beyond Scandinavian design itself, the audience over-indexes on Home Interior Design (8.59×), Leroy Merlin (47.96×), Domus (magazine) (39.75×), and Wallpaper (magazine) (11.62×) compared to the United States average.

How to read this data

Audience size is the estimated number of people in United States who actively search for Scandinavian design. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.